Innovations Media Briefing Gives Press Early Access to IFA 2018 Trends, Products
Just a few short weeks from the official opening of IFA 2018, the Berlin-based consumer technology and home appliance trade show gave local press an up close and early look at some of the newest products and trends.
The Innovations Media Briefing (IMB) saw hundreds of members of the media show up to hear 27 different brands deliver 20-minute “power briefings” on what they plan to show at IFA 2018. Participating brands included some of the major names in the industry, such as Sony, Samsung, LG, Sharp, Panasonic, Miele, Philips, Nokia, Microsoft, Beurer, and more. And beyond the press conference portion of the event, the IMB included a small exhibition area for press to get hands-on with brands’ latest products and get one-on-one face time with key executives from the exhibiting brands.
Here are some of the highlights from the product side of the IFA IMB:
- Panasonic shared updates on its OLED TV technology. “As a technology for television screens OLED is hard to beat,” said Mike Bolatzky, Panasonic Institute Manager. “In 2018, the OLED share of all TV sets will already be above the plasma share of 2012. Panasonic's new televisions will also be even smarter: A software update is planned for all Ultra HD models in autumn 2018, supporting Germany's most important language assistants.”
- Philips Personal Health detailed their plan to improve the lives of three billion people annually by 2025. “At Philips, we holistically understand the area of health for which we offer products,” said Marlies Gebetsberger, Senior Director of Marketing Philips Personal Health. “An example of this is the headband SmartSleep. Developed a solution that has been proven to improve sleep quality, increase energy and alertness, and reduce daytime fatigue.”
- Beurer Managing Partner Georg Walkenbach detailed the company’s plan to impress at IFA 2018 in September: “The desire for health is number one in all walks of life . This includes the megatrends Mind Balancing, Self Goodness and Beauty,” he said. ”Beurer is going to the IFA with 50 new products, including a cellulite releaZer that effectively reduces cellulite, the Beurer EMS Home Studio, a personal trainer app, the FM 200 Achillomed, a special Achilles heel massager and the stress releaZer with vibration massage and music treatment.”
- Microsoft talked about their plans to expand the Surface family of products, which includes their latest product, the Surface Go. “Our Surface family stands for the combination of flexibility, performance and design—because Microsoft sees Surface as a stage for its users,” said Andre Hansel, Senior Product Manager for the Surface line. “For the future, Microsoft sees the three trend themes Mixed Reality, AI and Machine Learning. In the future, new products will primarily focus on categories such as culture, technology and space.”
Additionally, the 2018 IMB provided another opportunity for IFA and gfu to present some of the latest trends that they’ve been following in the areas of consumer technology and home appliances. Presentations covered everything from consumer sentiments towards smart home technology, to how they are consuming video content, and more.
Overall, the IMB felt very much like a localized version of IFA’s Global Press Conference that was held, this year, in Rome in April. The event runs on a very similar format with the power briefings that move attendees between rooms, allowing participating brands to get their messaging out in the media ahead of IFA 2018. And for the media, these events allow them to prepare their coverage of IFA well in advance, alleviating the stress of having to move across the massive Messe Berlin campus without a solid game plan in place.
Next up for IFA, the official opening of their show, which runs from August 31 through September 5 at the Berlin Exhibition Center.